This half-page ad for the Wayfinder GPS system appeared in the 7 January 2011 issue of the Philippine Daily Inquirer.
Whatever ad agency wrote this sexist copy should be slapped upside the head, and the client too, for having approved it. There are all kinds of wrong here.
This copy is sexist. It reinforces negative male-female stereotypes and the double standard. It sets back women’s rights in the Philippines. It is galactically stupid.
This copy makes women sound so dumb that they can’t read a map or follow instructions. Let me tell you, my eldest daughter was born with a GPS system in her head. She never gets lost. She can take one look at a map and have it memorized. Bring her to any place just once, like a mall, and she can find her way around it the next time and direct you to any store there. She is so good, men ask her for directions.
A resounding boo to the ad agency that wrote this and the client that approved it.
I am a woman and I will not buy this brand of GPS. There’s always Garmin, which has dealers in the Philippines.
As consumers we need to be more discerning. Any company that maintains discriminatory and prejudiced attitudes like this should be avoided by people who believe that human skills, like navigation, are shared in general and are not a monopoly of one sex.